fritz-kola null zucker – »Zwei Nullen. Eine schmeckt.«

Description

For the market launch of the product »fritz-kola zero sugar«, the comparison with a well-known »zero« was obvious: Trump attracts attention with mostly discriminatory and often false statements. fritz-kola commented on this in its own way. The result: the campaign »Two zeros. One tastes good.«. The motif caused an online frenzy, so fritz-kola donated to the »Hass hilft« (hate helps) initiative for every hateful comment received. After the US election, the motif was redesigned accordingly.

Statement of the jury

fritz-kola, the rebel from the Hanseatic city, is known for its fizzy specialities and its commitment to sustainability, but also for its vocal stance on the issues of freedom of expression, diversity and tolerance. However, jokingly calling US President Trump a zero on the campaign motif for the launch of the new »fritz-kola null zucker« went too far for some people and caused a shitstorm that took the company by surprise. How fritz-kola took the wind out of the sails of critics with the idea of a fundraising campaign is not only smart, but was also in line with the brand in every respect. Courageous communication, well done, smartly turned around.